27 October 2011, Milan, Italy – The 2012 Campari Calendar was unveiled in Milan Italy on 27 October. Revolving around the ancient Mayan culture’s prediction that the world would end on 21 December next year, the theme for next year’s Campari Calender is aptly entitled as “It’s the end of the world, baby!”
The only way to react, according to Campari, is to react, in an energetic and positive way, without compromises, in countertendency with the main stream.
Hollywood actress and supermodel Milla Jovovich enacts the hypothetical scenes about the end of the world such as Desertification, Hurricanes, Alien Invasion and Meteorite.
Campari celebrates life creatively with optimism and energy and encourages people the world over to join them in creating passionate, memorable moments to remember, by raising a glass together.
Milla Jovovich comments on her experience: “As a model and an actress, this was an exciting new challenge for me, combining the skills to bring to life each of the hypothetical events in a theatrical, yet sophisticated way. What attracted me most to the project was the powerful inspiration behind it, as well as the positive approach of celebrating life with a special toast, with friends and family.”
Behind the camera, is Parisian born photographer, Dimitri Daniloff. The complex and vibrant production was completed by special effects.
Daniloff talks about his involvement. “I relish the opportunity to work with raw ideas like this, so when Campari briefed me on the inspiration, featuring a world of fantasy, it was the perfect project for me. I wanted to interpret each scenario in the most positive light, and I really seeked to recreate the events in a surreal and very choreographic way. The dresses, the styling and the set were a huge part of the real scenography, and other times it was just an elaborate hairstyle and accurate make up but, most importantly, it was Milla that was the star of the shoot, exuding ultimate glamour.”
Only 9,999 pieces are printed and will be distributed exclusively to Campari supporters.
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